The Martin Agency’s determination to make people watch Geico’s pre-roll ads has already yielded two wonderfully inventive campaigns, one of which – Unskippable – won a Cannes Grand Prix and two Gold Lions (Film & Cyber), two Gold Clios (Innovative and Digital) and made it Creativity’s #1 for Film/TV 2015 and Shots online film of the year.

The agency’s third campaign is no less clever, unquestionably entertaining and perhaps the most effective of all.

The ads have been “condensed for your viewing convenience.” They’re condensed by being crushed as a massive Geico wall sign rolls across like a compactor. And watching the scene unravel as its actors either scramble for safety or try to hold the giant wall back is hilarious.

[If only they’d called this one Squash instead of Racquetball.]

Three of the five new 15 second pre-rolls also come in extended 30 second versions.

The campaign is directed by duo, Terri Timely (Ian Kibbey and Corey Creasey) who also filmed Unskippable.